Staying on Top of Ever-Changing Consumer Expectations
Michelle will join Basil Shariff, Director Client Partners at Alpha to illustrate how companies can achieve success in the digital age and avoid the fate suffered by the likes of Blockbuster and Kodak using an on-demand user insights platform to inform every decision with real world user feedback. They will show how these learnings have been practically applied at Farmers, and how they have reinvented themselves – and changed the game – by fully embracing a culture of consumer-centered design thinking (test, learn, iterate).
About Michelle Dornfeld
Michelle has been with Farmers Insurance since 2007, holding various leadership roles within Personal Lines, Operations, and Strategy. Last year, she was part of a small team that built an insurtech startup within Farmers, with the mission of designing products and services for next generation consumers. They ultimately launched a new brand in October 2017 called Toggle, which provides a modern customizable renters insurance product for today’s renter. In her current role, Michelle leads business development effort for Toggle, finding strategic distribution channels and product ecosystem partnerships.
Prior to joining Farmers, Michelle spent 10 years in manufacturing and healthcare, in a variety of functions, including Sales & Distribution, Marketing, Product Management, Operations, and Communications. Michelle holds a Bachelor of Arts degree in Molecular and Cellular Biology from Northwestern University. She and her husband Phil have two boys ages 9 and 7. Having grown up around the world as an Army brat, Michelle has a passion for traveling. She also enjoys running, reading, watching her favorite sports teams, and is currently training for her black belt in mixed martial arts. Additionally, Michelle dedicates time to serving on advisory boards for two local non-profits – The Wildwoods Foundation (Chairperson) and The Center for Living and Learning (Secretary).